TrendsAug 13, 2025
Cristiano Ronaldo Proposes With Gigantic Oval-Cut DiamondModel Georgina Rodríguez received a rock of an engagement ring, with her diamond estimated to be 35 carats, experts say.
IndependentsMar 29, 2017
What Spicer Greene Had to Say About Its Controversial Ad
Spicer Greene Jewelers’ “Throw Rocks at Girls” billboard sparked a nationwide debate. Here’s what they, and marketing experts, had to say about the campaign.
Asheville, N.C.--When Asheville, North Carolina jewelry store Spicer Greene Jewelers posted a billboard last week with the phrase “Sometimes, it’s ok to throw rocks at girls…” surrounded by images of diamonds and colored gemstones, they had no idea it would generate so much publicity.
“The intent was to be reminiscent of a childhood teaching, that it’s not OK to throw rocks at anybody, but if you're going to we’d rather have it be one from us,” said co-owner Eva-Michelle Spicer.
A post shared by The Ad Museum (@adwrld) on Mar 24, 2017 at 6:34pm PDT
Spicer said that the ad was a play on words and that any literal violent connotation, “was not its intent. We don’t condone violence of any kind of toward anyone.”
The billboard swiftly met outrage online, leading the store to issue an apology on their Facebook page last Thursday that stated: “To whom we have offended with our recent billboard, please accept our apologies … We are humble enough to realize when we make a mistake.”
Sunday afternoon, a small group of people protested outside of the store.
Spicer Greene was aware of the forthcoming protest and donated 10 percent of sales from the preceding Thursday through Sunday, the day of the protest, to Helpmate, a local domestic violence agency, and Our Voice, a rape crisis services organization.
Spicer said that they have worked with these organizations, and other community organizations, prior to the controversy. “We've been supporters of Helpmate and Our Voice for many years,” she said.
Despite the apology and subsequent donations, by this week, the ad had gained so much traction on various social media forums that the story was picked up nationally by news outlets like Time, CNN and The Washington Post.
“I think that (the negative reaction) was started by a small group of very loud people who wanted to get attention focused on the billboard. Then Chelsea Clinton tweeted about it and it was a slow day in news,” Spicer said.
Talking about hitting girls is never funny. Ever. https://t.co/cvtxykutis
— Chelsea Clinton (@ChelseaClinton) March 24, 2017
Marketing and public relations experts interviewed by National Jeweler about the billboard controversy said the old adage “There is no such thing as bad publicity” doesn’t necessarily apply in this case.
“Good copywriting is worth the money one has to pay,” said Andrea Hansen, founder and president of Luxe Intelligence, a luxury jewelry brand consultancy.
“This could have easily been averted if only they had said, ‘The only time when it’s OK to throw rocks at girls…’ It’s still cheeky, it’s still
a play on words, and it’s socially sensitive at the same time.”
Though personally Hansen said that her first reaction was, “Do we have to make a big deal of everything these days?” she noted the importance of understanding one’s core audience.
“Attitudes are changing, consumer behavior is changing very fast and while brands must be authentic, and react in real time to issues like this, often the insider perspective is too clouded. Ask an outsider to validate your findings, opinions and plans,” she advised.
Meghan Folsom, co-founder and director of public relations at accessories showroom Mega Mega Projects, agreed that Spicer Greene Jewelers misjudged their audience.
“Even though I find this ad inappropriate and offensive, if (Spicer Greene) were to use in it private email marketing directed specifically towards their adult customer base, it would not be causing the same social uproar,” she said, in reference to the criticism leveled at Spicer Greene for the fact that children would see the ad and not necessarily understand the context.
Folsom said that the ad has offended people in far-reaching ways, showing a disconnect with contemporary consumer values.
“Beyond the implications of violence towards women, I find the sexist undertones of this ad to be demeaning on many levels. Self-purchasing women make up a huge part of the jewelry business in today’s market,” Folsom said. “Not only is this store tacitly making light of domestic violence, but they are also implying that women need to have jewelry purchased for them by men.”
The silver lining of the controversy for Spicer has been the support she’s received in the jewelry industry, as well as from the public.
Spicer explained to National Jeweler that the reactions to the campaign had actually been mainly positive.
“Overwhelmingly, people have loved the billboard,” she said. “About 3 percent (of reactions) have been negative.”
“I’d really like to thank the industry. It’s been amazing. The Jewelers Helping Jewelers Facebook group really rallied around us and supported us and we’re blessed to be in an industry with such caring people,” she said.
When asked if it plans to take down the billboard, Spicer said that the store intends to move up its summer marketing campaign to replace the current ad, but that the timing of that is up to the company that owns the billboards and runs its advertising services.
Hansen told National Jeweler that donating funds to organizations that combat domestic violence was the right move for Spicer Greene Jewelers to make, no matter their intention with the ad.
“Perception is reality,” she concluded. “In the arena of public opinion, that’s the only truth that matters.”
Though personally Hansen said that her first reaction was, “Do we have to make a big deal of everything these days?” she noted the importance of understanding one’s core audience.
“Attitudes are changing, consumer behavior is changing very fast and while brands must be authentic, and react in real time to issues like this, often the insider perspective is too clouded. Ask an outsider to validate your findings, opinions and plans,” she advised.
Meghan Folsom, co-founder and director of public relations at accessories showroom Mega Mega Projects, agreed that Spicer Greene Jewelers misjudged their audience.
“Even though I find this ad inappropriate and offensive, if (Spicer Greene) were to use in it private email marketing directed specifically towards their adult customer base, it would not be causing the same social uproar,” she said, in reference to the criticism leveled at Spicer Greene for the fact that children would see the ad and not necessarily understand the context.
Folsom said that the ad has offended people in far-reaching ways, showing a disconnect with contemporary consumer values.
“Beyond the implications of violence towards women, I find the sexist undertones of this ad to be demeaning on many levels. Self-purchasing women make up a huge part of the jewelry business in today’s market,” Folsom said. “Not only is this store tacitly making light of domestic violence, but they are also implying that women need to have jewelry purchased for them by men.”
The silver lining of the controversy for Spicer has been the support she’s received in the jewelry industry, as well as from the public.
Spicer explained to National Jeweler that the reactions to the campaign had actually been mainly positive.
“Overwhelmingly, people have loved the billboard,” she said. “About 3 percent (of reactions) have been negative.”
“I’d really like to thank the industry. It’s been amazing. The Jewelers Helping Jewelers Facebook group really rallied around us and supported us and we’re blessed to be in an industry with such caring people,” she said.
When asked if it plans to take down the billboard, Spicer said that the store intends to move up its summer marketing campaign to replace the current ad, but that the timing of that is up to the company that owns the billboards and runs its advertising services.
Hansen told National Jeweler that donating funds to organizations that combat domestic violence was the right move for Spicer Greene Jewelers to make, no matter their intention with the ad.
“Perception is reality,” she concluded. “In the arena of public opinion, that’s the only truth that matters.”
More on Independents
The Latest
SourcingAug 13, 2025
ICA Names 2025 Board of DirectorsThe board elected 9 new directors at its recent ICA Congress in Brazil.
TrendsAug 13, 2025
Colorado Jeweler, Whiskey Maker Collab on Ring GiveawayThree winners will receive a custom ring from Honest Hands Ring Co. inlaid with a piece of history from Denver-based distillery Stranahan’s.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
SurveysAug 13, 2025
These Are The 25 Hottest Retailers, Says NRFJD Sports and Wawa were among the fastest-growing retail companies in the U.S. last year.
Weekly QuizAug 08, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingAug 13, 2025
Columbia Gem House Launches Winza Sapphires, RubiesThe new inventory, all untreated, features vibrant hues and unique bicolor combinations.
SourcingAug 12, 2025
Gemfields Sells Fabergé for $50MAcquired by a tech investor, the historic brand will continue to focus on jewelry, accessories, and timepieces.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
Policies & IssuesAug 12, 2025
Higher Tariff on Chinese Imports Paused for 90 Days, Trump SaysPresident Donald Trump issued an executive order extending the pause on higher tariffs to November as negotiations with China continue.
CollectionsAug 12, 2025
Jacquie Aiche’s New Collection Harnesses the Energy of the ThunderbirdThe “Thunderbird Slab” collection features a thunderbird motif as a symbol of power, protection, and boundless possibility.
ColumnistsAug 12, 2025
Creative Connecting: How to Take a Better HeadshotColumnists Jen Cullen Williams and Duvall O’Steen share tips on how to elevate your professional image.
CrimeAug 11, 2025
Man Convicted of First-Degree Murder in Death of Colorado JewelerPeter Damian Arguello, a jeweler in the Denver suburb of Wheat Ridge, was found dead inside his store in November 2023.
Events & AwardsAug 11, 2025
Bethenny Frankel to Give Keynote at CBG’s Experience ShowThe Continental Buying Group’s 2025 Tampa Experience Show is slated for Sept. 8-10.
EditorsAug 11, 2025
The Colors Expected to Be On-Trend in a Couple YearsAssociate Editor Lauren McLemore recently attended a fabrics trade show where a trend forecaster shared her predictions for summer 2027.
FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseThe company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of FundraisingThe organization has raised more than $1.3 million for charity since its inception.
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel BangleThe brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony BennettThe first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown GemstonesThe catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.
TechnologyAug 07, 2025
Rembrandt Charms Debuts New Website, Bird CharmsThe company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.
Policies & IssuesAug 06, 2025
Tariff on India to Rise to 50%, Trump Says An additional 25 percent tariff has been added to the previously announced 25 percent.
MajorsAug 06, 2025
Claire’s Files for Chapter 11 Bankruptcy AgainThe jewelry and accessories retailer plans to close 18 stores as part of the proceedings.
CollectionsAug 06, 2025
Zahn-Z Swims With Whales in ‘Beluga’ CollectionDesigner Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.
TrendsAug 06, 2025
Paola De Luca to Release Trendbook 2027+She will present the 23rd edition of the trend forecasting book at Vicenzaoro on Sept. 7.
CrimeAug 05, 2025
Report: Suspect Arrested in 1992 Murder of Miami JewelerOmar Roy, 72, was arrested in connection with the murder of jeweler Dionisio Carlos Valladares.
CollectionsAug 05, 2025
Mignon Faget Commemorates 20th Anniversary of Hurricane KatrinaThe New Orleans-based brand’s “Beyond Katrina” jewels honor the communities affected by the storm.
ColumnistsAug 05, 2025
The PR Adviser: Affiliate Marketing Is the Cost of CoverageLilian Raji explains why joining an affiliate network is essential for brands seeking placements in U.S. consumer publications.
